Alex Abraham at Edelman Chicago gives some good texture to millennials and how brands need to think about engaging them.

In 2011, the youngest of the Millennial generation turn 16 years old. The oldest, they’re now 31. The average age of the world population is 28. By 2015, almost half (47%) of the world population will be under the age of 25. While many still view Millennials as punky kids playing on their tablets between high school classes, the reality is that two-thirds of Millennials are now over the age of 21, and many have established careers, families and an incredible amount of influence.

While every generation has distinct differences, Millennials have lived with one factor that no other generation can claim – they were raised digital. This fact alone makes Millennials unlike anything the world has seen, and their use of technology has given them great power. Their digital prowess also makes them more likely to start trends, be engaged with pop culture, try new products and share them with friends and family.

This year, you can’t go wrong supplying your (online-loving) customers with any kind of symbol, virtual or ‘real world’, that helps them display to peers their online contributions, creations or popularity… Read more »

As good health is now as important to some consumers as having the biggest, newest or shiniest status symbols, growing numbers of consumers will expect health products and services in the next 12 months (and beyond) to prevent misery (if not improve their quality of life), rather than merely treating illnesses and ailments… Read more »

Expect even more consumers to become curators: broadcasting, compiling, commenting, sharing and recommending content, products, purchases, and experiences to both their friends and wider audiences… Read more »

Brands and wealthy individuals from emerging markets (yes, especially China) will increasingly be expected to give, donate, care and sympathize versus just sell and take. And not just in their home countries, but on a global scale… Read more »

With lifestyles having become fragmented, with dense urban environments offering consumers any number of instantly available options, and with cell/smartphones having created a generation who have little experience of making (or sticking to) rigid plans, this new year will see full-on PLANNED SPONTANEITY… Read more »